首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
"Print is dead" was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers a
"Print is dead" was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers a
admin
2013-09-16
77
问题
"Print is dead" was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers alive were migrating to the web, where they earned only pennies on the dollar. To publishers, it felt as if a hurricane was flattening their business. But as the storm has cleared, a new publishing landscape has emerged. What was once a fairly uniform business—identify a group of people united by some shared identity or passion, write stories for them to read and sell advertising next to the stories has split into several different kinds.
Hard news is perhaps the hardest to make profitable. It is increasingly instant, constant and commoditized. With rare exceptions, making money in news means publishing either the cheap kind that attracts a very large audience, and making money from ads, or the expensive kind that is critical to a small audience, and making money from subscriptions. Both are cutthroat businesses; in rich countries, many papers are closing. But among magazines there is a new sense of optimism. The Association of Magazine Media reports that magazine audiences are growing faster than those for TV or newspapers, especially among the young.
Unlike newspapers, most magazines didn’t have large classified-ad sections to lose to the internet, and their material has a longer shelf life. Above all, says David Carey, the boss of Hearst Magazines, they represent aspirations: "they do a very good job of inspiring your dreams". People identify closely with the magazines they read, and advertisers therefore love them: magazines remain essential for brand-building.
Once, digital ads would have been scant comfort. On the web they are typically worth a small fraction of what they were in print. But tablets, such as Apple’s iPad, could change this. They have been around for only two years and most magazine subscriptions on them for less than a year; the MPA suggested measurement standards for advertising on tablets only in April. Yet already there are signs that advertisers are accepting higher rates on tablets than on the web, because magazines on tablets are more like magazines in print; engrossing, well-designed experiences instead of forests of texts and links.
But the wiser publishers are finding ways to rely less on advertising. They are looking to make more not only from subscriptions but also from other sources. Spurred by necessity and enabled by technology, magazines innovate in ways they never dreamed of a few years ago.
What else a magazine can do besides sell copies depends on its audience and subject matter. Many are turning themselves from mere carriers of ads into marketing-services companies, giving their advertisers a range of new ways to reach readers. Travel magazines’ websites can track if their readers end up buying the holiday packages they write about, and take a cut. "I count that as advertising," says Mr Kallen, a large German publisher. "What many people call advertising…is definitely declining, but advertising in the broader sense isn’t. "
The first paragraph mainly illustrates______.
选项
A、the importance of advertisements to print media
B、the migration of advertisements to the web
C、the bright prospect of magazine industry
D、the reconfiguration of the publishing industry
答案
D
解析
第一段首先指出几年前人们的普遍看法(印刷业已死);接着具体说明原因(广告转向网络)及影响(像一场飓风横扫而过,将出版商的生意夷为平地);最后转而指出当前情形(风暴过后,出版业形成新格局)。
转载请注明原文地址:https://kaotiyun.com/show/e6O4777K
0
考研英语一
相关试题推荐
Baghdad,Iraq—If,intime,theattempttoimplantapro-Western,democraticpoliticalsysteminIraqendsupburiedinthedeser
Whydidnomemberofthepublicrequestanyhearing?Whichofthefollowingistrueaccordingtothetext?
Whydidnomemberofthepublicrequestanyhearing?Theword"innocuous"(lastsentence,paragraph4)isclosestinmeaningto
Youshouldtrustyourself.Don’tlose______inyourself.(confident)
OurcivilizationisAsocommonplacetousBthatrarelyCwestoptothinkaboutDitscomplexity.
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffordtomakecostlyadvertisingmistakesiftheywantt
Fordecades,apocalypticenvironmentalists(andothers)havewarnedofhumanity’simminentdoom,largelyasaresultofourunsu
Environmentalistsrejoice;ExxonMobilisonyourside.Well,sortof.Inhischaracteristicallyplain-speakingway,RexTillers
Environmentalistsrejoice;ExxonMobilisonyourside.Well,sortof.Inhischaracteristicallyplain-speakingway,RexTillers
随机试题
A、eightB、weightC、heightD、neighborC
疯牛病发病的生化机制是
潮式呼吸的特点是()。
肾上腺素用于治疗吗啡用于治疗
A.广东凉茶B.清凉油C.六合定中丸D.藿香正气水E.仁丹
证监会派出机构应当自收到证券公司融资融券业务申请材料之日起()个工作日向证监会出具是否同意申请人开展融资融券业务试点的书面意见。
我国的理财师队伍扩张迅速的因素有()。
在△ABC中,a=80,b=100,A=45°,则此三角形解的情况是()。
基于以下题干:某市体委对该市业余体育运动爱好者的一项调查得到以下若干结论:所有的桥牌爱好者都爱好围棋;有些同棋爱好者爱好武术;所有的武术爱好者都不爱好健身操;有些桥牌爱好者同时爱好健身操。如果在题干巾再增加一个结论:每个围棋爱好者或者爱好武术或者爱好健
Apparently,Jim’sfatherwas______byhiswordsandyelledathimimmediately.
最新回复
(
0
)